Brand and value proposition
Messaging that gives a buyer a reason.
Research, then wording: what your buyers actually need, the value you offer against it that no one else does, and a brand that says the same thing everywhere it appears.
- Format
- Customer research, messaging workshops, a written proposition and brand guide
- Scope
- Scoped by outcome, not by hours — from one proposition to a full identity
- Who it is for
- SMEs and technology companies whose offering is stronger than its description
- Credentials
- Named in a ‘Top 100’ most-influential marketing leaders list in Europe · Google Partner · CIM postgraduate Diploma in Marketing, DMS, Cranfield Strategic Marketing
The method
Three moves, and skipping the first one is why messaging fails.
Differentiated messaging is not a writing exercise. It is a research finding, written down well — and each decision maker and influencer needs the version that answers their need.
- 01 · Customer needs
Start from what your priority customers are actually trying to solve, in their words, for each of the people involved in the decision.
- 02 · Unique value
Set your value directly against those needs, so the claim is specific, differentiated, and something you can then prove rather than assert.
- 03 · Compelling brand
Build the attractive, consistent brand that carries it — positioning, personality, identity and the words everyone in the business can repeat.
Building your company brand
A brand is not what it looks like.
Your brand represents, articulates and lives the essence of the business. The logo is the smallest part of it.
It brings together your vision, your personality, your attributes, your positioning and the benefit a customer gets from working with you — and it fails the moment those five say different things in different places. We work through each of them with you, then bring them into one clear, compelling brand and a supporting identity that recognisably belongs to your business and not to a template.
Proof
Where the words came first.
Electronics · EV charging
A go-to-market plan, and a marketing team supported to run it
An annual marketing plan, the content for a new website, and campaign execution run against it.
IT and audio-visual services
An IT and AV team given messaging its adverts could point at
Value-based messaging first, then an updated site, landing pages, and Google campaigns pointing at them.
Home care
A new care business given an identity it could trade on
Brand identity and client-focused messaging built from nothing — a logo and letterhead, and the words for the website and the referral sites.
What clients say
Three clients, in their own words.
Have worked with Epitomise for over six years and very happy with the level of service they provide. Our marketing campaigns are providing more enquiries than we can handle. Luckily, they are always available to help tailor the marketing to suit our budget and month to month requirements.Anton Van Der WattDirector · Digital AV · quoted in 2021
Steve is a pleasure to work with. His extensive knowledge of marketing, and specifically in our sector, is impressive, and his structured and inclusive style worked well in getting us all to focus on what really makes the difference. I’d recommend him to anyone who is looking for real strategic advice and guidance that comes with practical and clear deliverables.Cindy PhillipsHead of Marketing · OGL
Steve clearly knows his stuff – his expertise, enthusiasm, fresh ideas and detailed research have helped take our strategic marketing to the next level. Very happy with the fantastic service from Epitomise.Michelle RobinsonMarketing Manager · Versinetic
- 16
- client engagements published in full, with the work shown
- Four
- sectors, from EV charging design to domiciliary care
- 11
- guides written and published
- 2017
- the year Epitomise was founded
Free guide
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Hints, tips and best practices, including the strategies, approaches and tools Epitomise uses with clients.
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